There are a variety of requirements to enroll your brand in the Amazon Brand Registry. Enrolling in Amazon’s Brand Registry service is crucial if you have a Seller Central or Vendor Central account. Brand Registry protects your brand and unlocks valuable tools that help establish brand credibility and build brand loyalty. This article explains what Brand Registry is, the benefits it provides, the enrollment requirements, and the steps to enroll your brand.
What is Amazon Brand Registry
Amazon Brand Registry is an Amazon service that allows brand owners to register their trademarks in an effort to build and protect their brand’s intellectual property. Once enrolled, Brand Registry users gain access to a variety of tools that help enhance the shopping experience for Amazon customers. These tools are unavailable to unregistered brands and sellers. We will outline these tools below.
Benefits of Amazon Brand Registry
Brand Registry is critical for your Seller Central or Vendor Central strategy because of all the impactful benefits it provides. It provides you with more control of your product listings on Amazon, and allows you to build a greater Brand presence and further engage with customers on Amazon. The following benefits make up Amazon Brand Registry:
Detail Page Display Authority
Brand Registry helps you manage your product listing. You’ll have enhanced control over the content that is displayed on your product detail pages. This means your edits and updates to a detail page will take priority over any other seller.
A+ Content
Brand Registry gives you access to build and publish A+ Content. A+ content showcases your brand story and product features to help drive conversion and increase traffic and sales.
Amazon Brand Story
Brand Stories allow you to connect with customers and increase brand awareness. Creating a Brand Story helps distinguish your products from your competitors.
Amazon Stores
An Amazon Storefront is a great way to introduce your brand story and unique value to shoppers in an effort to inspire them to browse and hopefully purchase your products. This also allows you to display all of your product offerings in one place.
Amazon Posts
Amazon Posts are social-media style posts on Amazon that can show up on your Storefront, product listing pages, and in related product category feeds. With Posts, you have the ability to display a photo and link up to 10 of your products.
Sponsored Brand Advertising
Sponsored Brands allow you to grow your brand awareness with custom ads that include your logo, a unique headline, and up to 3 of your products.
Sponsored Brands also allows you to launch a Video Ad campaign for your products.
Brand Analytics & Brand Dashboard
These tools offer unique insights about your brand such as search terms, purchase behavior, and demographics.
Customer Engagement Emails
This newer tool by Amazon allows Brand Registered Sellers to send templated emails to their Amazon followers about new or featured products, and can help drive traffic and brand engagement for free.
Manage Experiments
Brand Registered Sellers have the option to experiment with their listings on Amazon and can create two different versions of A+ Content, Titles, or Images and collect insights on traffic and conversion to see which performed better.
Virtual Bundles
Virtual Bundles allow you to sell multiple FBA items together as one bundle, without having to package together or change FBA inventory and allowing your customers to purchase multiple of your offerings together from a single detail page.
Requirements for Amazon Brand Registry Enrollment
In order to enroll your brand in Amazon Brand Registry, you’ll need the following to be eligible:
An active Seller Central or Vendor Central account. If you have a vendor relationship with Amazon, you’ll need to provide a vendor code.
A pending or registered text or image-based trademark in the country where you wish to enroll. You’ll need to provide the trademark registration number that was provided by the Intellectual Property office.
At least 1 image of the product or packaging that clearly shows your brand’s name, logo, or other distinguishing mark permanently affixed to the product. The images should show the product you sell or intend to sell on Amazon and they can’t be computer generated mockups.
A sample list of ASINs that show your brand’s products on Amazon. Amazon requests you to provide the top-selling ASINs for each product category where your brand is sold.
Information on the countries where you distribute your products.
How to Enroll in Amazon Brand Registry
Once you have an active Seller Central or Vendor Central account, you’ll need to create a Brand Services account. It’s extremely important that the username or email used to create your Seller Central or Vendor Central account is the same as the username or email used to create your Brand Registry account. This is what links Brand Registry to your Seller Central or Vendor Central account. After creating your Brand Registry account and gathering all the necessary information, enrollment is a quick and simple process. You’ll need to provide Brand Information, Selling Account Information, and Distribution Information.
Brand Information
In this section, you’re required to provide your brand’s name, the country where your trademark is registered, the trademark registration number, and your product or packaging image.
Selling Account Information
In this section, you’re required to provide what type of account you have (Seller/Vendor), the product categories which best describe the products your brand sells, and the top-selling ASINs for each product category where your brand is sold.
Distribution Information
In this section, you’re required to disclose if your brand sells to distributors and if your brand licenses trademarks to others who manufacture products associated with your intellectual property.
After this information has been submitted, the legal correspondent for your trademark will receive a confirmation code from Amazon. You’ll need to submit this confirmation code to the case dedicated to your Amazon Brand Registry application. You can find this case in your Brand Services case log.
If the Brand Tools are not displaying in your account following registration, you’ll need to check your user permissions to ensure you have access to view these tools. If the Brand Tools are not visible in user permissions or they’re still not displaying after your permissions are updated, you may need to open a case to get the features enabled in your account. If you’re having issues with connecting your Seller Account to Amazon Brand Registry, please view our previous post.
Conclusion
Enrolling in Brand Registry gives you access to an entire suite of tools that are imperative to successfully executing your Amazon strategy. It protects your brand by giving you greater control over your listings which allows you to give the best possible shopping experience to customers. You can tell your brand’s story and build brand loyalty with a captivating Storefront and A+ Content.You can further engage with customers and generate more clicks and impressions for free by leveraging Amazon Posts and Customer Engagement Emails. It also provides great insights on the ways customers are interacting with your brand on Amazon.
Goat Consulting can help you in every aspect of Amazon Brand Registry including enrollment, developing and implementing a strategy, and troubleshooting any issues you may have. Reach out to us through the “Contact Us” button below to start the conversation about Amazon Brand Registry or any Amazon related topic.